Is a Robot Barista Better Than a Human Barista? A Moderating Role of Type of Service Providers

The effects of various coffee shop attributes on customer satisfaction and brand-related outcomes were investigated. In addition, the moderating role of different service providers (human barista vs. robot barista) was explored. This study found that coffee quality, employee service, physical enviro...

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Bibliographic Details
Published inJournal of hospitality & tourism research (Washington, D.C.) Vol. 48; no. 6; pp. 1035 - 1050
Main Authors Hwang, Jinsoo, Jenny Kim, Jinkyung, Young (Jacey) Choe, Ja, Markham Kim, Heather
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.08.2024
SAGE PUBLICATIONS, INC
Subjects
brand loyalty
robot barista
coffee shops
brand identification
customer satisfaction
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Summary:The effects of various coffee shop attributes on customer satisfaction and brand-related outcomes were investigated. In addition, the moderating role of different service providers (human barista vs. robot barista) was explored. This study found that coffee quality, employee service, physical environment, price, and location, positively affect customer satisfaction. In addition, customer satisfaction has a positive influence on brand attitude and brand identification which, in turn, positively affect brand loyalty. Lastly, the type of service providers played a moderating role in the relationship between (1) coffee quality and customer satisfaction and (2) price and customer satisfaction.
ISSN:1096-3480
1557-7554
DOI:10.1177/10963480231171324